#1: Buy-In From the Top: “I had never written a blog before, and I had never done a blog video before, but I figured we’ve got to start somewhere,” Crawford said. “It really came down to being willing to be a little vulnerable and a little real with people.”

#2: Make it Easy for Everyone to Contribute: There is no one-size-fits-all strategy at Block for coming up with content. Sharrock dove in wholeheartedly, and has no problem consistently cranking out two to three blog posts a month, but some others have needed a little more help and encouragement.

#3: Empower a Content Officer: Jordan Batterbee, originally from engineering support, emerged as a natural writer who can take a draft, outline or even a list of bullet points from another team member and craft it into a well-edited, SEO-keyworded post, injecting some humor and personality along the way.

#4: Make it Fun and Rewarding: The one factor that ties everything else together is consistently celebrating and rewarding contributions to the company’s content marketing, creating an environment where employees are intrinsically motivated.